# Empathetical Branding Brands address the struggles associated with modern life to form bonds. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Feb 21, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/empathetical-branding ## Key Figures - Trend score: 4.2/10 - Evidence articles: 6 ## What is the Empathetical Branding trend? **Empathetical Branding:** As consumers grow weary from constantly being sold in the overwhelming marketplace, brands are adopting a more empathetic approach to marketing that shows a sense of compassion for the woes associated with modern life. The tried and true method of marketing a problem before offering a solution is ditched for honesty-focused campaigns that create bonds on a more wholesome level to create a lasting relationship. With a customer base less interested in a fleeting brand than ever, the approach is more in-line with the friendship notion craved by individualistic shoppers. ## At a Glance - Evidence: 6 featured examples - Articles from: May 8, 2013 to Nov 5, 2015 - Published: Feb 21, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Empathetical Branding trend ### Empathy-based Marketing Brands are adopting empathy-based marketing strategies that try to form bonds with their customers by acknowledging and addressing the woes associated with modern life. ### Gender Equality Advocacy Companies are using their platforms to advocate for gender equality by highlighting real-life disparities and celebrating trailblazers. ### Gender Role Reversal Media content creators are exploring gender role reversal ideas by creating thought-provoking short films that vividly present an alternate reality. ## What the Empathetical Branding trend means for industry ### For Marketing The empathy-based marketing trend is especially relevant to companies marketing consumer goods and services. ### For Media & Entertainment Gender role reversal and gender equality advocacy present an opportunity for media content creators to create innovative and thought-provoking content. ### For Finance The issue of gender disparity in finance presents opportunities for firms to champion diversity and actively seek out solutions that address the challenges faced by women in the industry. ## Trend signals for Empathetical Branding Trend score 4.2 out of 10, from popularity 70%, activity 49%, freshness 8%. - Popularity: 70% - Activity: 49% - Freshness: 8% ## Examples of the Empathetical Branding trend 6 featured examples from May 8, 2013 to Nov 5, 2015. - [Disturbing Gender Inequality Ads](https://www.trendhunter.com/trends/gender-inequality-ads): These Powerful Ads Illustrate Sexist Opinions and Attitudes (Category: Marketing) Implication: The advertising industry can leverage disruptive innovation to create thought-provoking campaigns that challenge gender inequality. - [Dying Electronic Ads](https://www.trendhunter.com/trends/e-waste-recycling): These E-Waste Recycling Ads Show Keyboards and USBs on Sick Beds, Near Death (Category: Eco) Implication: Consumer electronics companies can leverage E-waste recycling trends to differentiate themselves in a crowded market and appeal to customers who are environmentally conscious. - [Personal Diary Beauty Ads](https://www.trendhunter.com/trends/carbon-paper): Dove’s Carbon Paper Commercial is Helping Youths Live Their Dreams (Category: Marketing) Implication: Opportunities for brands to promote natural, authentic beauty standards and incorporate socially conscious messaging in their advertising. - [Reversed Gender Role Films](https://www.trendhunter.com/trends/oppressed-majority): Oppressed Majority by Eleonore Pourriat Explores an Alternate Reality (Category: Lifestyle) Implication: An opportunity for filmmakers to create films that challenge societal norms and expectations by using gender role reversal as a storytelling device. - [Female Football Campaigns](https://www.trendhunter.com/trends/female-football): This Campaign Aims to Promote Female Football & Increase Youth Interest (Category: Marketing) Implication: There is an opportunity for sports apparel companies to create gender-inclusive clothing lines for all levels of competition, from youth to professional. - [Realistic Gender Disparity Ads](https://www.trendhunter.com/trends/women-on-currency): This Ad Shows That Women on Currency is Only a Symbolic Change (Category: Marketing) Implication: Opportunities for disruptive innovation in developing financial products or services that promote gender equality in wages. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)